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Your source of true marketing power?

Your data.

Quick take

BlueJeans partnered closely with Ascend to quickly turn a data predicament into competitive advantage for the company

Challenge

Outdated customer records and lack of reliable data coming from BlueJeans’ systems led to an inability to run effective campaigns, mistrust of the information conveyed, and an impaired sales process.

Solution

Ascend proposed a manageable,
phased process to help BlueJeans
jumpstart a data turnaround, from customer records evaluation and cleansing through systems automation and dashboard reporting.

Results

Reliable, actionable data empowered marketing to execute ongoing, highly targeted journey campaigns, with sales pursuing leads with confidence. The data upgrade proved transformative for the company.

Knowledge is power.

To marketers, harnessing data to provide deep understanding of your customers—who they are, what they want, and how they act—is the foundation for creating powerful campaigns that drive profitability. Meaningful, reliable data may not be everything, but it’s often the difference between marketing success and fruitless effort.

BlueJeans, an advanced video collaboration platform to enable the modern hybrid and remote workforce, had a data dilemma. Marketing leadership knew they had mountains of records, but tapping the enormous value within was a constant struggle due to time, resource, and budget constraints.

Establishing a data-driven marketing strategy that moved the revenue needle was their overriding objective, but they needed a partner with the right toolset to help them get there quickly. The BlueJeans/Ascend Marketing partnership was formed, and it would be a perfect fit.

“We needed our data issues diagnosed and an immediate plan of action. We run pretty lean and don’t have a large team of data experts, so insourcing Ascend to fill that gap made a huge difference.”

Chadd Thompson

Chief Marketing Officer, BlueJeans by Verizon

Unreliable data = marketing in the dark.

Today, highly targeted marketing campaigns that boost sales are inseparable from the accurate customer data they depend on. Lack of reliable data and the insights it produces can disable even the best marketers’ efforts.

With over a million customer records from multiple disconnected systems accumulated over years, BlueJeans data dilemma was hamstringing their marketing and sales teams from recognizing the opportunities at hand:

Data on which to base critical decisions was unclear, outdated, and unreliable
Meaningful data needed to be culled from a massive store of disarrayed customer records
Users of the platform were indistinguishable from non-users
Disconnected systems (Marketo and Salesforce) were producing duplicate records and questionable sales leads
Inadequate automation and reporting made gauging performance and optimizing campaigns impossible

Without vital customer insights to power campaigns, BlueJeans felt like their data was virtually meaningless, keeping them from executing effective campaigns with confidence. Together, BlueJeans and Ascend would have to frame a solution and plan of action to shed light on the murky data situation and reveal a single source of truth that marketing could rely on.

A phased plan to get the data ship on course fast

First, Ascend had to get under the hood, beginning a comprehensive evaluation of the state of BlueJeans’ customer records to clarify the current situation and identify key data issues.

Next, Ascend proposed a phased plan to help BlueJeans jumpstart the process immediately, tackling the data upgrade in clear, manageable steps.

An exhaustive cleanup of the vast number of BlueJeans customer records was undertaken by the Ascend data team, redefining the true customer base for marketing efforts.

Automation of BlueJeans data was the next phase, integrating existing systems (Salesforce, Marketo, and Demandbase) to sift through records, eliminate duplicates, and deliver accurate customer intelligence.

Ascend next built dashboards to empower reporting, visually displaying meaningful KPIs to track progress, measure performance, and optimize campaigns.

Data transformation – from low-value to actionable

As the phased solution was systematically rolled out, customer data previously deemed nearly meaningless became incredibly valuable. Equipping BlueJeans with the reliable, actionable customer intel they needed was transformative for the company.

Valuable data insights helped BlueJeans marketers engage verifiable customers and prospects with powerful campaign messaging
BlueJeans sales could at last count on valid sets of prospects to pursue with confidence
Churn rate to separate out non-users of the platform was identified, saving time and money
Enhanced automation and reporting meant promising leads moved from prospects to MQLs to closed sales efficiently
Email campaign nurture stream performance increases were visible, quantifiable, and accurate
Progress was tracked closely and regularly, with weekly KPI meetings implemented to assess and optimize campaign performance

BlueJeans experienced a

41%

increase

in marketable customers after data cleansing

“Our team’s ability to plug into the BlueJeans structure in-depth and seamlessly was key, increasing the data skillset, providing expertise and, importantly, moving very quickly.”

Rich Herbst

President, Ascend Marketing

There’s gold in that data.

A company’s state of data health and readiness can be make-or-break critical to the performance of important marketing initiatives. Ascend experts helped BlueJeans reach the next level quickly, transforming a profusion of obscure, unreliable data into a decided marketing advantage. Actionable intelligence, well-defined customers, powerful marketing—there’s gold in your data. The right partner can help you find it.